What are Google Local Services Ads?

LSAs run from a separate interface from standard Google Ads search campaigns. The business creates a profile, chooses its service categories and areas, sets a weekly budget, and goes through Google's screening and verification. For licensed professions this can include license verification, insurance checks and background checks, depending on the category and state. Verified businesses show a badge in the ad.

Instead of keywords and bids per click, LSAs match the business to searches in its chosen categories and areas. Google charges when a potential customer contacts the business through the ad. Advertisers can dispute leads that do not fit, such as spam or wrong services, and Google may credit them under its rules. Google has said ranking considers factors such as proximity to the searcher, review score and count, responsiveness to calls and messages, business hours, and whether there have been serious complaints.

Google has expanded healthcare categories over time, but coverage is uneven. Some specialties are available in some cities only.

LSAs give less control than search campaigns. You cannot choose keywords, write ad copy or target specific procedures in detail, so high-value services may still need standard search ads. Cost per lead varies widely by specialty and city and changes over time, so judge results by cost per booked appointment, not by lead volume.

A common mistake is treating LSA leads as booked patients. Many are price questions or out-of-area calls. Another is letting verification lapse when a license or insurance document changes. Eligibility, badges and dispute rules are set by Google and change often, so check the current Local Services Ads help pages.